Medica 2021 would bring together precisely the target groups that are of interest to the company: Medical professionals from various specialties and hospital buyers. The perfect platform to make appointments for a consultation. But how can you achieve this without having your own trade fair stand?
Simply digital - because thanks to Dynamic Creative Optimization (DCO) and geotargeting, online communication can now be as individualized and targeted as the conversation at the trade fair stand.
The world's most versatile trade fair stand
With DCO, advertising material is constantly reassembled in real time from predefined elements such as visuals, headlines and key messages so that it is perfectly tailored to the respective user. Cardiologists, for example, only see the ultrasound devices that have been developed for their area of application. Behind this is a self-learning system that uses interactions with users and the resulting data to determine which advertising material works best with which user data.
Pretty exclusive
Clever data analysis and GPS technology were also the key to locally targeted targeting. The banners designed in various formats were only displayed on digital devices located within a radius of 500 meters of the exhibition grounds when particularly popular websites were accessed. This allowed us to minimize wastage and increase the chance of a conversion - after all, this is highest where the target group is most strongly represented.
There were personal encounters with interested parties afterwards, and a pleasing number of them: The campaign not only achieved 700,000 impressions and 1,000 clicks, but also 10 to 15 appointments for consultations about the ultrasound devices - and that with a media budget of just four figures.
If the budget is higher, programmatic advertising can even be extended to the digital out-of-home sector, e.g. at bus stops in front of the exhibition center or at the train station.
Would you like to find out more about DCO and geotargeting?
Please feel free to contact me:
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